Apple's $30 Billion Broadcom Deal Is Two Stories. Only One Made the Press Release.
Apple's Broadcom press release is about manufacturing jobs. The SEC filing underneath reveals an AI server chip and an RF filter Apple still can't build.
Analysis
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Analysis and opinion on the decisions, strategies, and forces shaping the technology industry. No press release regurgitation, no hot takes for clicks. Just the work of figuring out what's actually happening and why it matters.
App Intents Are the New ASO: How Siri AI Will Discover Apps
Apple's app discovery is moving from keyword ranking to intent. Apps that declare their actions through App Intents get surfaced by Siri AI, while the rest fall outside assistant-driven discovery.
What Ternus Taking Over Means for Apple UX
A hardware veteran taking the reins could finally erase the boundary between device and display.
Tim Cook Says Apple's Prices Are About to Go Up. They Already Did.
Tim Cook calls Apple price increases unavoidable, but the Mac mini already got pricier months earlier, revealing how the iPhone 18 cycle will absorb the hit.
Apple Wants to Be Your Entire Creative Department
Creator Studio bundles six professional apps into the most aggressive software value Apple has ever offered.
Apple Was Rumored to Be Building a Search Engine for a Decade. It Built an Answer Engine Instead.
A rebuilt Siri reads the web and answers for you, set to be the default on more than two billion devices this fall. It will decide what those people hear about your brand, and almost no one has noticed, because it is called Siri.
WWDC 2026 Is Apple’s Last Chance to Get AI Right
Everything Apple promised Siri would be in 2024 is supposedly arriving Monday. Two years of delays and a $250 million lawsuit later, Siri gets one more shot at relevance.
The DOJ Case Against Apple Is Two Years In. Here Is Why It Still Matters.
Apple's DOJ antitrust case is two years in, buried in discovery disputes, and generating almost no coverage. That is the wrong time to stop paying attention.
What Apple Actually Needs to Prove at WWDC 2026
Apple's WWDC 2026 keynote on June 8 is Tim Cook's last as CEO and the company's most consequential AI moment yet. Here is what is coming and what Apple still needs to prove.
The Category That Outlived Everyone Who Built It
Google's Fitbit Air is being called WHOOP like, but screen-less wrist tracking dates to 2011. The category outlived its pioneers, and that history deserves more than a footnote.
Apple Finally Closes the Education Store's Open Door
Apple now requires UNiDAYS verification for U.S. Education Store purchases, closing a long running gap that let anyone access academic discounts without proof of eligibility.
The Free Chips Are Gone. Now We Find Out If Apple Really Wants the Budget Market.
The MacBook Neo's $599 price was built on Apple's own iPhone quality standards, not strategy. Now that supply is gone, Apple is paying full price to stay in the budget market.